In spite of the fact that Social Media Marketing has now reached relative maturity, it seems that most small businesses are still mystified that their expectation of a consistent stream of sales from their social media campaigns, is not turning out to be a reality. I still talk to people that after “trying” out social media of 30 or 60 days without an avalanche of sales, they decide that Social Media “doesn’t work”. They are 100% right, it does not work as a direct response, immediate sales channel. That is not the purpose of Social Media Marketing.
Take a step back and consider the basic premise of the channels on which the marketing is being done; Facebook, Twitter, Youtube, Pinterest, Google+., For the most part, these are web properties where people gather to “socialize” and “be entertained”. They do not come to those websites with the expectation that they are going to be sold something.
A marketer’s expectation that they are going to place an offer in front of the audience, and they are immediately going to stop looking at photos of their friends, or tweeting about their most recent escapade, and pull out their wallet to buy the product that they see an ad for, is unrealistic and misguided. The results speak for themselves. Marketers though, instead of looking at their failed attempts as a learning opportunity, they take it as a sign that the entire social media marketing concept just does not work. Clearly, when done properly as many of the bigger brands are doing it, Social Media marketing generates huge ROI.
In order to successfully market on social media, your approach must be wildly different than the approach used on other marketing channels. Social Media is meant to engage the audience, get them to “like” you first. Establish a relationship, and evolve that relationship into a commitment by delivering value first. It is a hard pill to swallow for many marketers who expect that they shall receive before they give.
Famed Social Media expert Gary Vaynerchuk has built a media empire by capitalizing on all that Social Media marketing can do for a business owner. Visit his blog @ https://www.garyvaynerchuk.com to see first hand how he does what he does.
Keep in mind that Social Media marketing is a long term plan, one that will pay off big rewards but not in the short term. It is much like farming, you till the soil, you plant the seeds, you nurture and then you reap. Not all in the same season though.
